Infographic: Turning Mobile Browsers into Mobile Shoppers
What gets consumers to shop – and keep shopping on their phones? With the fast-approaching holiday (shopping) season and consumers constantly on the go, mobile shopping is more important than ever.
We recently surveyed roughly 2,000 U.S. consumers between the ages of 21-45 on their attitudes toward mobile shopping. Our study revealed that the mobile shopping experience impacts how consumers perceive a brand and how they purchase from them. To that end, consumers' experience on a brand's mobile site is just as important as the quality of its merchandise. Sites and apps that are clean and streamlined, with faster load times and fewer pages to navigate, positively impact consumers’ online shopping decisions. Consumers have multi-device purchasing habits – browse on mobile, purchase on laptop.
The need to physically see, touch and feel an item before purchasing was no longer a major concern of the consumers we surveyed. In fact, half of those surveyed told us they’d make the same purchases on their phone that they’d make in a brick and mortar shop. Shoppers are looking for a bargain, and price is a main deciding factor for almost three quarters of respondents regardless of whether they purchase from their mobile or in a physical shop. Another fun (and possibly unsurprising) fact: the most popular and unusual place respondents confessed to have shopped from using a mobile device? The bathroom.
So when there’s a purchasing parity between mobile and brick and mortar shopping, how can retailers get consumers to shop more on their mobiles? By building and sustaining brand confidence through the mobile experience. 61% of our survey respondents said they’d be deterred from purchasing on a mobile if the site was too slow to load, and another 58% would be turned off from shopping if the site was too complicated to navigate. Even more detrimental to brands with clunky mobile sites and apps, two-thirds of those surveyed would most likely lose confidence in a brand if the site was slow to load or not functioning properly on their mobile.
See the infographic below for more info from our mobile shopping patterns survey.
Money is being left on the table by not capturing consumers at the moment of purchase. Mobile phones provide another avenue for companies to engage with their customers. In turn, brands can increase their revenue and their customer base with rich, engaging and unique mobile experiences. With speed, security and a sleek, organized site being the biggest factors of concern inhibiting consumers from purchasing on their mobile phones more, it’s evident companies must improve these aspects of their mobile websites and apps in order to elevate the customer experience and not miss out on added revenue.
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